Acceleration of learning machine tracks: Please "volume" products, do not "roll" marketing

Source | Intelligent Relators & Mantis Observation

Wen | Li Yonghua

There is no doubt that due to comprehensive reasons such as parents' education on primary and secondary school students, the learning machine is becoming a dark horse on the smart terminal track.

And how the learning machine products on the market have developed at this stage is a question that many people care about. It happened that the child of a friend's family was about to celebrate the 10 -year -old birthday. I want to buy a learning machine as a gift, and by the way, I also understand the development of the industry.

However, when consulting colleagues and searching on the e -commerce platform, they have initially finalized the typical brands and products on the market on the market of Science and Technology, Hero, BBK, and Xiaochang. When which one is, the reality is a bit wrong. The improper practices of some brands in the learning machine industry are exposed in front of marketing, which is sighing.

Regardless of the development of the product, at least, some players must change the speculation in marketing.

A wave of twists and turns, the competition in the learning machine market is being drawn by marketing

As an important reference for young people to buy various products or even buy houses, it is the first to find the experience of learning machines on its platform, which is the first to think of.

However, things are wrong.

When searching for the content of the learning machine, many articles that appear to compare with other products, and the paradox appears that some notes appear almost at the same time.

To further compare these notes, you will find more "cat greasy".

First of all, in the picture, their shooting angles are very similar. They are both stacked and side shooting on the two learning machines.

The subtitles configuration on each picture have a strong commercial design style. It is difficult to imagine that an ordinary personal blogger will make this style of subtitles. one question.

Then, in terms of content, these articles are very similar: whether through "borrowing" or what ways, the blogger's individual "happened" to come to Xivo and other brands of learning machines. After the screen, UI, etc., after a few hundred words, the conclusions of the evaluation were finally pointed at Howo's "better".

With so many coincidences, it is difficult to believe that a real evaluation may be difficult to believe.

Of course, the author did not give up, and wanted to find some more real comments, so I thought of the highly known platform known as a higher level of the user.

At the beginning, I got a answer through search keywords. The content seemed to be true and objective, with identity and background introduction, detailed details, and final conclusions, prompting the author to determine to buy.

But in the spirit of the business commentators, the author carefully scrutinized and found that something was wrong:

In this knowledge answer, it is said that Baidu Small learning machine products need to buy members, puzzle parks that are used for entertainment, and educational malls used to "sell goods", but in fact, several other bloggers have to Xiaocu P20 to Xiaocu P20 The product's separate evaluation, there is no these things:

And because of "professional habits", clicking in the author's information to be answered in this article, when you want to see the quality of "her" under other issues to assist the credibility of the product evaluation, it is unexpectedly discovered that the same ID is the same ID. The same ID is the same ID. Not only did the identity change, but even the gender changed:

Is it the mother of the two children, or the otaku who likes to read? Before receiving marketing advertisements, find out whether your gender is?

At this time, whether it is Xiaohongshu or Zhihu, these poor content marketing is obviously a brand that a brand is pulling on other industry players. If you go out, the content is almost not credible.

Personal is almost misleading. From the perspective of the entire learning machine industry, some brands have begun to "roll" content marketing. With the upper position of others, can everyone be good in the future?

Very confused.

It is still expanding in a blue ocean, the learning machine does not need to perform the bottomless red sea fighting

In fact, it is not new to pull marketing. Brands and products that are not sold well are facing huge performance pressure on the track of the Red Sea. They will often sacrifice such faint tricks that are not conducive to consumers. This There is a little bit of logical understanding.

However, from the current situation of the learning machine industry, it may not even be a little reasonable reason for people to understand. The learning machine market is currently not a red sea, but it should be an expanding blue ocean.

According to the data released by IDC, the shipping volume of the Chinese student tablet market in 2020 is close to 4.4 million units. It is expected to reach 4.7 million units in 2021. The annual compound growth rate of 2017-2021 is 6.16%.

It is worth noting that this stable and not so conspicuous data happened before the introduction of a key macro policy. After it, the learning machine market used Fuyao to describe it. 2021-2026 The Risk Investment Situation and Investment and Financing Strategy Guidance Report of the Learning Machinery Industry "" shows that from 2021-2025, my country's learning machine market will grow steadily with a growth rate of 15%per year. The annual growth has doubled.

These data are against the total market size of China's K12 school -off education technology service market. China Research is expected to increase to 678.2 billion yuan in 2025, that is, if the learning machine market can still make breakthrough innovation, the growth rate will still be very very much. Large space. In this sense, there is no doubt that the learning machine market is still a blue ocean with "continuous expansion of the sea". It has not yet reached the point where the stock of the Red Sea is fighting. Some players are already "highly tense" at this time. The use trick on the bottom line is wrong from strategic to tactics.

In any case, the pull will not be recognized by consumers. The products that are finally handled are not hard, and they will be abandoned by consumers. No brand and its products can rely on the "top" by pulling other competitors, and no industry is truly done by pulling on. This behavior will only bring more uncertainty to the high -speed growth of the industry.

In the future of the learning machine, "volume" products should not be "rolled" marketing

For consumers, learning machines must return to the essence of products to gain trust; for a high -speed growth smart terminal industry, only products are the fundamental motivation of industry development.

What do learning machine products need? In addition to the price factor, it affects consumers' choice, nothing more than three aspects:

First, the eye protection problem that parents are most concerned about. Since the screen of other electronic products is worrying about the child's eyes, it is even more important to minimize the damage to the eyes with a longer -term learning machine. It happens to be at the important stage of physical development;

The second is to learn the auxiliary ability, including the scope of textbooks, knowledge maps, etc., the wider range, the more targeted, and the better the "dry goods"; at this stage, AI's intervention provides children with accurate personalized learning content for children with accurate personalized learning content. Recommended and accurately grasping the learning context has become increasingly critical. Products that lack such capabilities are completely unable to use marketing methods to make up for it.

Third, the ability to avoid negative effects and the control of entertainment behavior, which is mainly reflected in the comprehensive and reasonable setting of some parents' functions.

No matter what kind of ability, even if it is the design of the product appearance and the polishing of UI, the learning machine must still have room for progress.

For an industry with high -speed growth, PK is the right way for development. It will "roll" in product functions. It will continue to provide consumers with better products. The product. "Volume" marketing and misleading consumers and ignoring product optimization, running counter to this.

At least at this stage, there are many places where products can be "rolled".

For example, in the field of eye protection, all players can PK each other and there is still a lot of space for driving.

Recently, a report released by the Chinese Academy of Sciences stated that the blue light of 415 ~ 455nm band is a harmful band. Long -term contact will indeed cause irreversible damage to the eyes. It even regards Blu -ray protection as a gimmick).

In this report, the Chinese Academy of Sciences tested a lot of products. In the end, only HKUST Xunfei and Xiaocu's harmful blue light effect was better.

On the one hand, it is a good thing to see that there are products on the market that meet the strict standards. This is a good thing. Some products are over the high threshold and the industry is progressing as a whole;

On the other hand, it should be seen that a large number of products, including the "protagonist" brand mentioned earlier, did not meet this standard. Many children may still be hurt by blue light and must be valued.

At this time, learning from the "cross -level" brand will undoubtedly promote the further development of learning machine products. To some extent, it is more social because it involves the health of the next generation.

Ophthalmologist Tao Yong appealed that in the era of electronic products today, we need to pay more attention to every detail to protect the windows of the soul. For the learning machine industry, it is also necessary to pay attention to the evolution of each product, abandoning the improper marketing practices such as streaming, to protect the development of the industry and the learning growth of children.

*The pictures of this article are from the Internet

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